MANAGEMENT OF ENTERPRISE BUSINESS PROCESSES BASED ON DIGITAL MARKETING TECHNOLOGIES

Abstract

The article aims to study the peculiarities of enterprise management of business processes based on digital marketing technologies. Business processes are interconnected actions that create value for the customer and ensure the achievement of the company's goals. Digital transformation means changing how these processes are organized with the help of technology, in particular: automation of routine operations; introduction of digital communication channels; integration of software solutions; use of artificial intelligence to predict customer behavior, etc. Digital marketing is developing dynamically, integrating new tools that combine data, automation, analytics, and creativity. The article describes the main modern digital marketing technologies, functionality, and examples of their use. Today, it is essential not only to use individual channels, but to build an omnichannel marketing ecosystem that ensures continuous interaction with the client at all points of contact. Successful digital strategy implementation requires not only knowledge of tools but also the ability to adapt to changes, conduct market analysis, and create value for customers. The main trends that determine the current and future development of digital marketing are outlined. Personalization, data, and the ethics of using digital technologies will play an essential role in the near future. Digital marketing is gradually turning from an additional promotion tool into the foundation of business management. It allows you to build business processes around the customer based on real data, quickly adapt to market changes, and increase efficiency. Companies that integrate digital marketing into their management model promptly gain a competitive advantage and a new quality of interaction with the market.